Brand Manager Product

RICHARD E. YODER

**** ******** ***** ********, ** 93021

805-***-**** ********@*********.***

A passionate, strategic and results driven global Marketing, General Management & Sales leader with experience from global CPG companies, mid-sized firms and consulting across multiple categories. A proven record of increasing sales, profit and share of brands through differentiated brand strategies, breakthrough innovation, disruptive marketing plans, strong in-market execution and fact-based sales leadership. Worked extensively with customers across all channels including Mass, Drug, Food, Club, On-line, Dollar, Specialty and Natural.

EXPERIENCE

YODER CONSULTING

Owner, Business & Marketing Consulting Practice 2019-2021

Leading strategic and business consulting assignments to clients in health and wellness, food and non-profit.

Successfully developed and gained owner/investor approval to comprehensive business and marketing strategy for early-stage healthy snack food company.

Providing strategic and executional consulting to various clients in the vitamin and supplement space.

Developed brand positioning, key messaging and digital go to market strategies for various non-profit organizations.

NATROL LLC, Chatsworth, CA Leading Vitamin & Supplement Manufacturer 2014-2019

Vice President, Sales & Customer Marketing 2017-2019

Led a 13-member Field Sales & Customer Marketing team. Oversaw the entire domestic customer portfolio and personally led the Costco business, the company’s largest customer.

Drove $50 million of revenue growth over 4 years (10% CAGR); more than doubling the category growth through significant distribution and merchandising gains.

More than tripled Amazon’s growth to $14 million: More than doubled Costco growth from $20 million of retail sales to $46 million.

Successfully penetrated both Target and Dollar General which closed all key customer distribution voids for the company and accelerated growth.

Led the development of an optimized on-line channel strategy resulting in projected significant profitable growth.

Restructured the sales organization driving greater focus and efficiencies.

Vice President, Global Sales & Marketing 2014-2017

Led the Sales and Marketing functions including Field Sales, Customer Marketing and Brand Marketing.

Repositioned the Natrol brand including identifying the optimized consumer target which drove 2+ points of share growth and strengthened the company’s #1 Melatonin position.

Optimized the go-to-market plans through the development and implementation of a breakthrough digital and social media strategy and plan.

Re-launched the brand’s website driving improved content and engagement.

Launched new packaging which updated, unified and contemporized the brand and drove double digit volume increases.

Initiated a breakthrough Melatonin TV campaign which helped drive HH Penetration +2pts.

Established the Customer Marketing function which drove improved trade spend management and sales growth through strategically aligned account specific programs.

BUSINESS & MARKETING CONSULTANT 2012-2014

Led strategic brand marketing, marketing plan development and business development consulting practice.

Successfully developed and gained ownership approval to a new brand strategy for a vitamin, supplement and snack company including PR plan and new brand identity

Developed brand strategy and key messaging including staff and board member training for organizations across a variety of industries.

PHARMAVITE LLC, Northridge, CA Leading Vitamin & Supplement Manufacturer 2006-2011

Marketing Director, Nature Made Vitamins 2007-2011

Senior Brand Manager, Nature Made Vitamins 2006-2007

Led the Nature Made business which accounts for over 80% of the company’s sales & profit. Full P&L responsibility, strategic planning, pricing, packaging, marketing activation including digital marketing and innovation. Led a team of 11 marketing professionals with 4 direct reports.

Led the brand to nearly double in sales and profit with a +13.4% CAGR sales growth and +1.9pts of market share growth in 5 years.

Led the development of the innovation pipeline of 15+ products scheduled for launch in 2011 and projected to drive over $25MM in gross sales.

Led the development of a new brand framework and positioning to more strongly differentiate Nature Made within the Vitamin, Mineral & Supplement (VMS) category.

Identified a new and highly profitable consumer target through a proprietary segmentation study and aligned all marketing activities against that target.

Initiated and executed a marketing investment reallocation to digital (SEO, Display ads, Social Media, Website optimization) based on a consumer assessment driving greater marketing efficiencies/effectiveness resulting in double digit growth.

Launched a new to the category line of liquid softgel products which drove $20MM of shipment growth to the brand in 2008. The launch included dedicated advertising and an integrated marketing campaign.

Led the strategic development of a new packaging redesign across the entire line (200+ sku’s) in 2008 which helped drive +14% consumption growth.

CADBURY ADAMS USA (Division of Cadbury Schweppes) Parsippany, NJ 2004-2006

Senior Brand Manager, HALLS Innovation 2005-2006

Managed the innovation strategic development and execution for the HALLS franchise including innovation strategy, concept /product development and validation, project commercialization and stage gate management.

Led the development of the NPD pipeline projected to generate$30MM+ incremental revenue.

Led the commercialization and launch of a significant 2006 breakthrough innovation.

Senior Brand Manager, Trident Base Gum 2004-2005

Full P&L responsibility, strategic planning, marketing plan development and execution, new product development, packaging, pricing and budget management.

Led a brand restage of significant product improvements, new package structure and optimized package graphics driving +10% consumption growth.

Led the development and launch of Trident Watermelon Twist.

Managed and developed an Associate Brand Manager and an Assistant Brand Manager.

H.J. HEINZ COMPANY, Pittsburgh, PA 1999-2004

Senior Brand Manager, Bagel Bites & New Frozen Snacks

Full responsibility for P&L, strategic planning, marketing plan development and execution, new product development, packaging, pricing and budget management.

Led the brand strategy consisting of new flavors and optimized packaging which reversed declining consumption trends.

Launched a portfolio of five new frozen snacks driving +18% consumption growth to the portfolio.

Repositioned Bagel Bites to a “Tween” target driving +20% consumption increase in fiscal year 2001.

Initiated the ESPN X Games sponsorships and an endorsement partnership with Tony Hawk driving +23% consumption growth during the 2001 Winter X Games sponsorship.

Managed and developed a Brand Manager and an Associate Brand Manager.

FRITO-LAY, INC. Plano, TX 1997-1999

Brand Manager, Doritos

Responsible for strategic planning, new flavor development, marketing plan and in-store merchandising development and execution, pricing, packaging, business analysis and budget management.

Identified a strategic opportunity through flavor segmentation and led the successful $100MM launch of Smokey Red BBQ Doritos.

Drove a new packaging design to increase appetite appeal across all Doritos flavors which was in market for over 5 years.

KELLOGG CO. Battle Creek, MI 1992-1997

Marketing responsibilities included P&L management, new product development, marketing plan development and execution, account specific marketing, business analysis and budget management. Sales responsibilities included HQ customer management and business development, regional marketing and retail store management.

Product Manager, New Brands/Kellogg's Cocoa Frosted Flakes 1997

Assistant Product Manager, New Brands/Kellogg's Cocoa Frosted Flakes 1996-1997

Led a cross-functional team in the successful national launch of Kellogg’s Cocoa Frosted Flakes achieving $25 million in year 1 sales.

Assistant Product Manager, Kellogg’s Corn Flakes 1996

Developed 1997 brand strategies which were based on a comprehensive position assessment and strategic analysis.

Assistant Product Manager 1995-1996

Developed the cereal portfolio multi-brand event strategy and led the Kellogg’s Frosted Flakes print advertising development.

Assistant Product Manager-Portfolio Marketing 1995

Led the strategic development of the 1997 corporate account specific marketing initiative.

Marketing Associate 1994-1995

Led a cross-functional team in the development of a regional Kellogg’s Frosted Flakes special pack resulting in a +15% increase in volume.

Sales Representative/Account Representative 1992-1993

Managed a $3MM wholesaler account and effectively worked with key wholesaler management to develop a new trade program resulting in a +8% Kellogg volume growth.

EDUCATION

MBA, Vanderbilt University-Owen Graduate School of Management

B.S. Business Administration, Major: Marketing, Minor: Psychology, Indiana University-Bloomington, Indiana

Dean’s List, Outstanding College Student of America, IUSF Senior Chairman, Delta Upsilon Treasurer

PROFESSIONAL DEVELOPMENT

Center for Creative Leadership: Leadership Development Program

Pivotal Leadership Executive Development, Heinz Global Leadership Development, Situational Leadership, Center for Creative Leadership’s Leadership & Teamwork,

Strategic Planning: Building Commercial Capabilities, Innovation Development: A.L.I.C.E., Concept/Strategy Development, Revitalizing & Increasing Usage Patterns of Mature Brands

Heinz/DDB Advertising Development, Leo Burnett Copy College, PepsiCo Promotional Planning, Negotiating & Selling

Cadbury Global Consumer Segmentation, Marketing to Teens, Teen Segmentation, Yankelovich 50+ Consumer

Nielsen & IRI syndicated data & custom research, NPD consumer study

AWARDS/ORGANIZATIONS/PERSONAL

Awards: Awarded Brandweek’s Marketer of the Next Generation

Organizations: Taproot Foundation; Volunteer math tutor; H.O.S.T. (Helping One Student to Succeed); Ventura County Animal Shelter volunteer; Delta Upsilon Fraternity Alumni

Personal: Active church member; Accomplished golfer and swimmer, Avid sports enthusiast, Food & Travel aficionado

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